The World Wildlife Fund (WWF) has launched a new activation hub, ReSource: Plastic, to help address global plastic pollution. Food and beverage companies Starbucks, McDonald’s, Keurig Dr Pepper, Tetra Pak, and The Coca-Cola Company, have joined Procter & Gamble as principal members of the hub.

“[WWF] is a key partner for Starbucks in our efforts to continue minimising our environmental footprint,” says John Kelly, Senior Vice President of Global Public Affairs and Social Impact at Starbucks.

“We look forward to being a part of ReSource: Plastic, as we know it takes collaboration to find scalable, truly impactful solutions. We’re committed to learning and leading alongside other brands as we work toward our aspiration of sustainable coffee, served sustainably.”

WWF says as few as 100 companies have the potential to help prevent roughly 10 million metric tonnes of the world’s plastic waste pollution, however some lack a roadmap to follow when implementing these commitments.

ReSource seeks to tap into this potential by helping companies align their large-scale plastic commitments from aspiration to measurable action. ReSource will collaborate with industries to ensure a systems-based approach to addressing plastic production, consumption, waste management, and recycling as a single system.

“ReSource is designed to identify the concrete changes that will make the biggest impacts in reducing a company’s plastic pollution footprint,” says Nik Sekhran, Chief Conservation Officer at WWF.

“To get closer to our goal of no plastic in nature will take nothing short of transforming the entire value chain. With ReSource, companies now have access to more advanced tools to maximize, measure and multiply their commitments to make this a reality.”

“We are proud to join WWF as a principal member of ReSource,” says Francesca DeBiase, Executive Vice President and Chief Supply Chain and Sustainability Officer at McDonald’s.

“This partnership perfectly aligns with our ambition to use our Scale for Good and work with others to develop thoughtful, scalable solutions that will make a significant impact on the plastic pollution challenge.”